HBO Now Available on Roku

In a major move, HBO’s subscription streaming service, HBO Now, is finally available on Roku media players and Roku TVs. The SVOD service heretofore was available on Apple iOS, Android, Cablevision and HBONow.com.

Roku users can use their device to directly purchase a subscription, available for $14.99 per month with a 30-day free trial offer.

HBO is aiming Now at the estimated 10 million to 20 million broadband-only households, in addtion to the 70 million pay-TV homes that do not subscribe to the premium channel.

“Bringing our programming to consumers through HBO Now is a natural evolution for HBO, and partnering with … Roku greatly extends the reach of our service as we usher in this next phase of innovation for our network,” Jeff Dallesandro, SVP of worldwide digital distribution and business development with HBO, said in a statement.

After connected TVs, video game consoles and Google Chromecast, there are 22.6 million Roku devices in U.S. homes, with a 11.7% growth rate projected this year by eMarketer.

HBO Now provides access catalog and current programming, including “Game of Thrones,” “Silicon Valley,” “True Detective,” “Ballers,” “Veep” and “Last Week Tonight With John Oliver,” as well as other uncensored programming such as “Girls,” “Vice,” “The Leftovers,” “The Jinx” and Scientology documentary Going Clear.

Movies include American Sniper, Birdman, Wild, Exodus: Gods and Kings, Unbroken, The Theory of Everything and Dumb and Dumber To.

“The combination of the Roku platform and HBO NOW signifies a new era of streaming for our customers because they now have instant access to HBO and its incredible selection of entertainment, even without a traditional pay-TV subscription,” Steve Shannon, GM of content and services at Roku, said.

Separately, HBO is launching TV Everywhere platform, HBO Go, as a standalone SVOD service in Latin America and the Caribbean.